Have you noticed it? More and more marketing campaigns are going over the top. They're trying bolder, more in-your-face tactics. And consumers DON'T like it.
There's a growing resistance toward advertising. According to a recent study by Yankelovich Partners (a marketing company) 60% of consumers have a much more negative opinion of marketing and advertising than they did a few years ago. 65% already feel overwhelmed with too many marketing messages. And 61% feel the volume is out of control.
Beat consumer negativity and resistance by precisely targeting the "tar-ket" of your audience. (Remember a "tarket" is the single person you write your copy to rather than the mob of your entire "target market". "Target" plus "market" equals "tarket").
When you tap into the psyche of your tarket, you understand better how to approach your marketing.
So pull those boxes out of storage. Grab that big chunky 'swipe' file. Collect up your competitor's promotions. Query your past customers. Get it all together. I mean EVERYTHING. Your business history, promotions, flyers and articles. Where did you file that business plan that you created when you first started? How has the message evolved since you wrote it? What is the lifestyle focus of your tarket? Surround yourself with thorough research materials.
The most powerful copy is focused with a clear idea first of the person who is already looking for your product or service. Without doing your research, your message meets resistance every time. Doing your due diligence is cheap insurance against consumer resistance. Know what your tarket wants. Not what YOU THINK he or she wants.
ABOUT THE AUTHOR:
World class copywriter, Lorrie Morgan-Ferrero is the author of the award winning home study course, Red Hot Copy to Woo Your Target Market and founder of the online copywriting school Red Hot Copywriting Bootcamp, (http://www.red-hot-copy.com/rhcbootcamp.htm). Learn insider secrets to great copywriting from a pro whos been in the trenches with Lorries f^ree ezine, Copywriting TNT. Sign up at http://www.red-hot-copy.com.
You'll always need to find new prospects for your business.... Read More
Direct marketing is advertising from a manufacturer or front-end supplier... Read More
There's no such thing as a captive audience--any of us... Read More
1. Your Most Valuable AssetA mailing list of valued customers... Read More
Is your marketing strategy getting the results you desire?Mailing postcards,... Read More
Good marketing, whatever form it takes, always meets certain criteria.... Read More
Exhibiting overseas is one of the fastest and most cost... Read More
Thousands eyes were fixed. Hearts were beating hard against the... Read More
Recently, a client asked what he could do to help... Read More
I'd like to introduce you to someone. I don't actually... Read More
In Part 1 of this article, "Resistances to Marketing a... Read More
Most companies ask themselves this question: "How much will this... Read More
Marketing expert and author, Geoffrey Moore, has a useful fill-in-the-blank... Read More
Several years ago, "networking" was the hot buzzword. Everyone was... Read More
Not all benefits are created equal. Knowing which ones to... Read More
Many artists create art but when it comes to marketing... Read More
RSS has been around for more than 10 years but... Read More
This article is meant to be a brief review and... Read More
A step-by-step guide to creating a growth strategy... Read More
This list has been compiled as a result of years... Read More
Referrals are an extension of Networking. If people like you... Read More
Is your marketing plan dull, flat, and downright boring? Is... Read More
It was the fall of 1998 when I had just... Read More
When you take a piece of gold to a pawn... Read More
It's a fact that your customers are your best leads.... Read More
Everywhere you go on the Internet you find the words,... Read More
These steps are taken from the Referral Flood Marketing Program.... Read More
When it comes time to print your brand identity materials,... Read More
It was a real eye-opener to hear the perceptions people... Read More
Your business success depends on your ability to promote your... Read More
Volunteering your services can be an excellent way to form... Read More
If you use promotional products you probably already know the... Read More
When it comes to marketing there's simply too many choices.... Read More
When a prospect responds to your lead generation sales letter,... Read More
Give away your knowledge, and you'll make money. How does... Read More
When it comes to your marketing message, the little things... Read More
Marketing as we know it is over. Done. Finito.People the... Read More
How many times have you heard the same sound bites... Read More
Exhibiting at trade shows can be a cost-effective way to... Read More
Donald Trump's hit reality show, The Apprentice is a godsend... Read More
Effective marketing for the small business begins with market researchIf... Read More
Have you ever noticed how many times it's the simplest... Read More
Recently, a client asked what he could do to help... Read More
1. Print your best small ad on a postcard and... Read More
Universal principals are those "self-evident" truths that have guided brilliant... Read More
Every business - particularly small, entrepreneurial or professional businesses -... Read More
Did something catch your eye in a direct mailing this... Read More
A new client recently emailed us a brief here at... Read More
As a promotions director for a lot of super markets,... Read More
Generation Y--The second-largest crop of young people in America's history,... Read More
Are postcards better for building awareness or for selling?In my... Read More
Lanyards are fast becoming the new "must have" promotional item.Events... Read More
Niches are like bathrooms; you never notice them until you... Read More
Earlier in my career, I worked for a training and... Read More
The toughest job you face as a B2B direct marketer... Read More
"When I walked into the grocery store last Saturday, I... Read More
Q: My partner and I are having a hard time... Read More
Businesses and other organizations use focus groups to research consumer... Read More
Pre-note: In this article, teleclass is an example used to... Read More
I'd like to introduce you to someone. I don't actually... Read More
Will postcards be an advantage for you?The latest craze these... Read More
Stuart from Colorado had talked to a number of marketing... Read More
This list contains 25 powerful strategies to improve your direct... Read More
One of the most cost effective marketing strategies you can... Read More
If you really want to pull more profits from your... Read More
Rest assured that no matter how smart you are, you... Read More
Marketing |